3 Things I Wish Someone Told Me Before I Launched My First Live Event

When I pursued my journey to host a series of live events, I dove in. I acknowledged the fundamentals of event marketing such as: high quality flier, enlist help from friends, book a high value venue,  in addition to enticing honorariums for participants. Nevertheless, my social media etiquette presented me as low value. Why? I focused on sales instead of building purposeful relationships with my audience.  I operated under the ‘survival mode’ mentality. For example, I sent out Facebook invites to everyone on my friends lists from all three of my Facebook accounts. (Over 1000 people.) I emailed invites to everyone whom came to mind whether I knew them or not. I slide on Facebook Groups to post my High Quality Flyer with links to my High quality IMOVIE Promo (Man Listen, I thought the video was dope)  without being a regular participant in the group. Naturally, I got crickets.  It was the, “Excuse me, Who are you again? Where do you come from? Who do you roll with?” response. I Direct Messaged over a 1,000 people(on my fb friends list) with the mentality of ‘ The worse they can do is say No.’   I was polite, promoted a pretty flier with exciting promo trailer,  success yet I neglected to add value to my audience members to help encourage them to come back next year. I lack engagement. I promoted my tickets in addition to my performers yet shared nothing about my expertise nor my mission. In most cases, event goers failed to remember the event name. I’m sensitive about my projects, so naturally I was crushed.

So what happened Jacque?

I analyzed my Strengths, Weakness, Opportunities and Threats of my situation. Some events have a huge following, with high levels of online exposure plus brand awareness. I want that for my company in the future. As a result, I set goals specific goals for the future.

Let me tell you my resources:
  • Laptop
  • Email Address
  • Social Media Account
  • Crazy Talented Associates and Friends
  • Mad Research Skills
These are basic resources that we tend to neglect over more highly sought after products (like The MacBook Pro, Adobe Illustrator/In Design, Iphone ); however, if you don’t know how to work the fundamentals you will not be successful with their upgrades.
So allow me to do you a solid while I share what I wish someone would have shared with me before I launched my first live event.

1. Build Your God Given List

Inviting your crazy talented friends to your events isn’t enough to sell out your webinars, book release parties, listening party or fellowship events. They love you, but don’t replace them due to their lack of attendance. Your event was not a priority; please investigate why. In my case, these lively entrepreneurs invested little in my event.  As a solution, I sought to attract individuals who have a mutually beneficial interest in my projects. For starters, start building your email list to attract your audience on a more personal level. Feed them with fun, interesting, funny or thought provoking content. At the very least send them updates. Don’t be like me. I posted many Facebook pictures of my projects without investigating any measurable logistics other than how I thought they felt about my event it in my mind. Your God Given Email list assists to  narrow the pool to who’s taking the extra step to connect with you and show you love.  Remember, you attract what you are. Track who opens your email in addition to unsubscribes. You shall gain a clear idea of your audience’s likes, dislikes or solutions. If you don’t know the solution, research knowledge with them. Be transparent. Encourage them. When the time is right,INVITE THEM TO YOUR PARTY.  You’ve prepped them all this time, they know it’s coming and 9 times out of 10 they’ll be okay with it because they are LOOKING for ways to support you.


Need Help Starting?
Select an email marketing service that is compatible to your business email account and blog. I have Gmail for Business and I connect it to Mailchimp. The business gmail account is only $5 a month, has awesome storage capabilities and easy to organize. I use Mailchimp because it’s free and connects with my self hosted WordPress blog. Together, I believe they make a pretty awesome one-two combination.

You can get fancy and add optin plug ins an lead pages to really narrow down your niche but your main objective starting out it is imperative to gather information on who you are attracting.

Freebies I would Click on to Join Your Email List

  • Free  Stock Images
  • The Introvert’s Guide to Public Speaking and Selling Yourself
  • ‘How to deliver rhymes on the mic without losing you breath’ Workshop
  • Which Biblical Woman do you Represent in you Business Quiz

Remember, this is a journey so make it fun.

2. Take Time To Engage with Influential brands or Clients on Social Media

‘Likes’ on Instagram make us feel great; however, they don’t pay the bills. Sales pay the bills. For my event, I found the majority of my attendees off of Facebook, but I wish I spent more time developing relationships with my attendees so they could be repeat event goers. That way I would not be stressing over my attendance number.  The good news is that you can build a loyal audience on social media by reaching out to people. So don’t be afraid to put yourself out there and introduce yourself to people you never met before. They can be Influential Brands ( Beauty Bloggers, You Tube Celebrities, Ghost Writers etc.) or accounts you admire.

Ways To Build a relationship with someone over the internet

  • Respond to your admirer’s posts at least 1x a week ( You don’t want to get the stalker vibe)
  • share your admirer’s relatable content with your followers, it builds traffic to their site
  • Answer questions for them when your expertise is involved

After executing these suggested practices  until you feel comfortable (or build up your faith in your abilities) I recommend DM questions about their brand or business. (Sample Message: Hello, thanks for follow back. I feel like I don’t have the courage to put my artwork out there like that. Have you always been able to put your work out there like that?)

But Jacque, How does this help me get clients?
So Glad you thought about this.
In Tyler’ Perry’s Film ‘ Why did I Get Married,’ there is a mention of the 80/20 rule where in a relationship a person has 80 percent of what you like in contrast to 20 percent of what you don’t like. Well, there is an 80/20 rule in business as well. My version is to supply customer service  80 percent  of interactions (small talk, solutions, feedback) then  including invitations to your parties 20 percent of the time.  Again, I received better responses from people who I consistently interact with.


3. Introvert or Not, Get Your Hips Up To Network

I failed to verbalize my events outside of the church. Due to stress, fatigue and low social energy, I seldom participate in networking events. I didn’t know what to say, what to wear or how to start conversations people without sounding repetitive so I opted to stay online behind my computer screen. Truth be told,  my face should have been seen more than it was.

If you are given any opportunity to present or perform – Take it. It’s easy to throw in a plug for your event after an amazing interview or artist showcase. You can Present or Perform anywhere:

  • Tailgates
  • Wedding Receptions
  • Open Mic Nights
  • Group Fitness Classes
  • Coffee Breaks
  • Class

Tip: If you are an introvert, make you a video promo to share with Aunty who asks what you been up to. Minimal talking required, maximum exposure.

For Promoters and Advertisers:
If you want to take networking up a notch, ask the event planner permission to pass out a flier for your event at their event.  They will be honored that you are 1. attending and 2. asking permission.

This is more ethical than spamming another event planner’s event pages with your promotional material without permission. It’s extremely rude. Like trespassing and stealing all your electronic devices rude. Event planners put a lot of work researching for the event, they don’t want you to post an ad that could potentially turn your customers away from them.  When in doubt, just ask permission.

Who knows, maybe you can make it into a collaboration.

So there you have it.
If you loved this post, hate it or need clarity, feel free to ask them on Tweet.

Peace and Blessings.